Virgin Media O2 has issued an urgent warning to customers about scammers impersonating Amazon and HMRC, the company said. The company launched Call Defence, which uses Adaptive AI to analyze calls and warn customers of potential fraud or spam, and automatically blocks calls from known fraudsters. The top five most impersonated companies by fraudsters are Amazon, HMRC, banking, payment services (VISA), and insurance, Virgin Media O2 said.
Fraudsters most frequently pose as Amazon customer service representatives to steal account details or payment card information, while scammers impersonating HMRC use live and automated robocalls to threaten legal consequences for unpaid tax bills. O2 introduced Call Defence in November 2024, and approximately 70 million calls are now flagged as suspected scam or spam each month, the company reported. Murray Mackenzie, Director of Fraud Prevention at Virgin Media O2, said: "At Virgin Media O2, customers are our top priority, and we're investing heavily to keep them safe from scams and ensure we're a network they can rely on.
At Virgin Media O2, customers are our top priority, and we're investing heavily to keep them safe from scams and ensure we're a network they can rely on. This includes using the latest AI technology for good, to proactively stop fraudsters from getting to our customers.
" He added: "Having warned our customers about more than one billion calls, and prevented more than one billion dodgy messages from ever reaching them, today marks another milestone in our fight against fraudsters. " EE has announced an upgrade to its Scam Guard service for pay-monthly mobile customers at £2 per month, the company said. EE's Scam Guard has stopped 169 million scam and spam attempts since launching in 2024, and EE expects the upgraded version to prevent at least twice as many scams over the next 12 months.
The new Scam Guard features AI Triple-Lock Protection powered by Norton's Genie AI engine, including Safe Email, Safe SMS, and Safe Web. The upgrade also includes Scam Assistant, which allows customers to upload screenshots for instant safety advice, as well as Social Media Monitoring and Dark Web Monitoring. Malcolm Cubitt, Director of Product, Mobile at EE, said: "Fraud in the UK is at a record high, with AI making scams more convincing and harder to detect.
Having warned our customers about more than one billion calls, and prevented more than one billion dodgy messages from ever reaching them, today marks another milestone in our fight against fraudsters. With scammers stopping at nothing – impersonating well-known brands and government departments – to earn victims' trust, it's never been more important to stay vigilant and report suspicious activity to 7726.
As these threats evolve, we continue to adapt as the UK's best network—constantly seeking new and innovative ways to protect and support our customers. This includes leading industry alliances, investing in network-level controls, and employing a dedicated team of security experts. " Vodafone has launched Scam Call Protection, which uses AI to identify and flag potentially fraudulent calls, according to Vodafone.
The service works in the background and provides on-screen alerts for suspicious calls. It is part of Vodafone's Secure Net Mobile platform, which also includes parental controls, ID monitoring, and virus/malware protection. Vodafone offers a free three-month trial of Scam Call Protection, then £2 per month.
Fraud in the UK is at a record high, with AI making scams more convincing and harder to detect. As these threats evolve, we continue to adapt as the UK's best network—constantly seeking new and innovative ways to protect and support our customers. This includes leading industry alliances, investing in network-level controls, and employing a dedicated team of security experts. And now with our newly enhanced Scam Guard service, we’re providing customers with an even greater level of cyber security protection.
Rob Winterschladen, Consumer Director at VodafoneThree, said: "Scam calls are becoming increasingly harder to spot, and it’s easy to feel caught off guard. Scam Call Protection on Vodafone Secure Net Mobile gives customers an extra layer of reassurance - constantly working in the background to monitor calls, and flagging known and suspected scam calls. " The average UK consumer receives eight scam calls every month, according to multiple reports.
The effectiveness of the different AI systems compared to each other remains unclear, and the exact number of scam calls blocked by Vodafone's new service has not been disclosed.
Scam calls are becoming increasingly harder to spot, and it’s easy to feel caught off guard. Scam Call Protection on Vodafone Secure Net Mobile gives customers an extra layer of reassurance - constantly working in the background to monitor calls, and flagging known and suspected scam calls. The introduction of Scam Call Protection strengthens our commitment to provide comprehensive built-in digital security, helping people feel safer, more informed and more in control of their digital world.